• Loading stock data...
Monday, August 25, 2025
Front Office Sports Honors winners are here! View the 2025 winners

Addaday Inks Deal With U.S. Ski & Snowboard In Therapy Device Category Push

  • Recovery technology company Addaday now has deals with partners that include IRONMAN, USA Climbing, and The Basketball Tournament.
  • “There’s also been somewhat of an exercise boom among everyday people who might be new to working out and are looking for ways to ease their aches and pains,” said Addaday President Hugh Williams.
Photo Credit: Guy Rhodes-USA TODAY Sports

Recovery technology company Addaday has signed a new partnership with U.S. Ski & Snowboard to become the official handheld recovery equipment provider of the Olympic national governing body.

The active therapy device category is one of the fastest-growing categories in the more than $94 billion dollar fitness industry.

The popularity of massage guns and other tools has skyrocketed in the last year thanks to professional athletes publicly using them, as well as other fitness influencers touting their benefits across social media. That has been further aided by the technology becoming both cheaper and easier to purchase.

For Addaday, the push into sports marketing has helped to brand put itself “on a national stage to tell our brand story, build trust and set Addaday on path to leadership in its category,” according to president Hugh Williams.

READ MORE: Fitness Industry Pushed Into Changes as Companies of All Sizes Scramble

“We’ve seen great success from our partnerships in terms of awareness, sales and engagement to the extent that we’ve seen a recent surge of interest among a lot of big brands, events, celebrities and athletes,” Williams said. Other Addaday partners include IRONMAN, USA Climbing, and The Basketball Tournament. Williams said the company was “coming close to locking in some additional strategic opportunities that will be announced in the coming weeks.”

The active therapy device category has seen a boon in popularity as more people look to stay fit as they age as well as move away from other medicated pain relief.

That has further grown amid the coronavirus pandemic, as many professional athletes and at-home exercisers have looked to handheld recovery products to either boost their workout efforts or aide them.

“We’re already seeing strong demand for our recovery products as more people are working out or unable to visit physical therapists,” Williams said. “There’s also been somewhat of an exercise boom among everyday people who might be new to working out and are looking for ways to ease their aches and pains.”

For U.S. Ski and Snowboard, which is preparing its athletes for the 2022 Winter Olympics in Beijing, the impetus for the deal came from helping them in their training efforts.

READ MORE: Gymnastics Gyms Try To Maintain Balance Amid Coronavirus Pandemic

“Recovery is an important component of any athletic program, whether you’re an Olympian or just starting a workout routine,” said Michael O’Conor, chief revenue officer of U.S. Ski & Snowboard. “In working with our high performance staff we learned that Addaday’s products were a perfect fit for our athletes and medical staff for recovery both at our home base in Park City at our Center of Excellence, as well as on the road during training and competition.”

Williams said the company will work with the NGB to make sure it continues to equip its team with the right products, as well as figure out where the next innovations in this space might be.

Furthermore, as the company does more deals in the space, he sees the opportunity to grow brand relevance “with a relatively affluent, educated audience of everyday people who are active and embody our brand mantra of living their fullest.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Sponsored

Win. Advance. Repeat: The Professional Fighters League’s Rise to Prominence 

As of 2025, PFL has introduced a World Tournament format, where every fighter must battle through a high-stakes bracket to reach a championship.
The 2018 Ragin' Crossfit Games are held at Blackham Coliseum in Lafayette.

CrossFit for Sale After Years of Drama and Attrition

The intense fitness workout got popular in the early 2000s.
Sponsored

How On Location is Redefining the Olympic Winter Games Hospitality Experience

As the Olympic Winter Games Milano Cortina 2026 approaches, On Location—the Official Hospitality Provider—is redefining luxury hospitality.
Sponsored

How On Location is Redefining the Olympic Winter Games Hospitality Experience

As the Olympic Winter Games Milano Cortina 2026 approaches, On Location—the Official Hospitality Provider—is redefining luxury hospitality.

Featured Today

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.
Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) warms up as the Texas Longhorns prepare to play the Clemson Tigers in the first round of the College Football Playoffs at Darrell K Royal Texas Memorial Stadium.
August 23, 2025

Schools Are Hesitant to Allow PE Into Their Athletic Departments

Regardless of budget, schools don’t believe the risk is worth the reward.
Oct 2, 2024; Rosemont, IL, USA; Big Ten commissioner Tony Petitti speaks with the media during the 2024 Big Ten Women’s Basketball media day at Donald E. Stephens Convention Center.
August 22, 2025

‘Not Ready to Jump In’: Power 4 Commissioners Aren’t Sold on PE

Top leaders in college sports have yet to see a satisfactory proposal.
Nov 23, 2024; Minneapolis, Minnesota, USA; Penn State Nittany Lions head coach James Franklin looks at quarterback Drew Allar (15) during the first quarter against the Minnesota Golden Gophers at Huntington Bank Stadium.
August 22, 2025

Private Equity Enters College Sports—Without the Equity

As college football starts, lending agreements have become PE’s best way in.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Building A Pro League From Scratch

Front Office Sports and Gainbridge® spotlight what it takes to build a professional women’s soccer league.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
exclusive
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.